romania 2014 - Media Factbook

Transcription

ROMANIA 2014
ROMANIA 2014
www.mediafactbook.ro
This document is a product of
In putting together the Media Fact Book we have used data and information supplied by: The Romanian Association for Audience Measurement
(ARMA), The Romanian Audit Bureau of Circulation (BRAT), The Romanian
Association for Radio Audience Measurement (ARA), Kantar Media, GfK
Romania, Mercury Research, IMAS, International Advertising Association
(IAA), Interactive Advertising Bureau (IAB), PriceWaterhouseCoopers,
International Telecommunication Union, Business Monitor International,
ANRCTI, alexa.com, The National Centre of Cinematography (NCC), The
National Institute of Statistics (INSSE), National Prognosis Committee (CNP),
EuroStat, PSFK and The National Bank of Romania (BNR).
CEE country data was provided by local Initiative branches from industry
sources in their respective markets.
Acknowledgements to the following members of the INITIATIVE team who
significantly contributed to this book:
Octavian Popescu, Alexandra Olteanu, Ruxandra Stefan, Ruxandra Stan,
Catalina Ghita, Alexandru Miu, Cristina Chinde, Razvan Simionescu,
Lavinia Mitran, Maruan Trascu.
Special contributors:
• Catalin Pauna - Senior Economist of the World Bank Office in Romania
• Raluca Mateescu –Brand Programming Network, Integrated&Digital
Media Director
© INITIATIVE MEDIA S.A, Bucharest, 2014 All rights reserved
This publication is protected by copyright. No parts of this book may be
reproduced without the prior written consent of the copyright owner.
Readers should understand that the data contained in the Media Fact Book
is as actual and accurate as the sources could provide at the moment the
book was written.
Your comments and suggestions are welcome as a valuable input for the
future editions of this book.
Contents
EDITOR’S FOREWORD
MEDIABRANDS
CEE COUNTRY PULSE
ROMANIAN ECONOMIC OUTLOOK
MEDIA MARKET
TELEVISION
DIGITAL MEDIA
RADIO
PRINT
OOH
CINEMA
INTEGRATED MEDIA PROJECTS
MEDIA RESEARCH
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9
10
19
20
25
30
40
45
50
52
54
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Alexandra Olteanu
Managing Director
EDITOR’S
FOREWORD
Every edition used this column to introduce the trends and the market contexts with most impact on
our industry in the immediate future with potential to transform our way of thinking as marketers in
media communication and to effect significant changes in the way we approach the media process
and the consumers.
This year we will introduce Programmatic as the newest global trend in digital space to soon change
the way we do online advertising in Romania. Technology, as an increasingly important ingredient
of our lives, does and will continue to improve more than just the digital marketing part of it, so this
seems to be just the beginning…
BUT WHAT IS PROGRAMMATIC?
It is an automated method of buying /trading audience. At the moment it is used mainly for online
advertising, but the future of programmatic is related also with the automated buying of TV impressions
or digital OOH ads.
HOW IT STARTED?
As all success stories, it started from a need. To name but two of the apparently limitless things in
this world, one would be the sky and the other, the digital inventory. Programmatic opened access
to this inventory, by offering together inventory unreachable otherwise, best prices and a wealth of
technology meant to optimize the overall performance.
HOW IT WORKS?
Instead of traditional buying by means of manual orders and negotiations resulting in bulk impressions
based on assumptions about a website’s readers’ profile, programmatic started a dialog between
machines. On one side the platforms that gather the supply inventory from many publishers and on
the other side the platforms that interrogate the audience profile required by advertisers. The process
is mitigated by technology.
At the moment, there is a lot of RTB going on inside Programmatic, which is just natural as RTB
is almost the same process as Programmatic, which is not true the other way around as Google
Adwords, Facebook, etc, are not RTB but definitely Programmatic.
REAL TIME BIDDING (RTB), as the name indicates, is the process which allows for picking in an
instant the exact audience profile needed by the client and biding for the price of that particular piece
of audience.
6
In this “battlefield” for selling more efficient audience the publishers allies are: Supply side Platforms
(SSPs) and Adexchanges.
The Adexchange is the marketplace where publishers “announce” the inventory for sale (basically
impressions – display, video, mobile); on another hand, the SSP’s are the platforms allowing the
publishers to connect their inventory with numerous Adexchanges simultaneously. By offering
qualitative and quantitative data, SSP’s help publishers to sell their inventory optimized, respectively
at higher prices.
At the same time, on the side of the agencies and the advertisers are the Trade Desks and the
Demand Side Platforms (DSPs).
DSP’s are technology platforms that allow advertisers/ trading desks/agencies to buy online across
multiple Adexchanges using a real time bidding protocol; Agencies Trading Desks are buy-side
platforms that operate across several DSP’s.
AND NOW, HOW IT ALL WORKS TOGETHER?
When the user visits a webpage the event is announced to the buyers by the publisher via SSP in
an open Adexchange. A lot of smart data is associated to this announcement (attributes) in order
to identify this particular piece of audience (page, behavioral data, historical purchase actions) and
make it interesting for the DSPs that are constantly searching for users with similar attributes.
Because enough data is never enough, Data Management Platforms (DMPs) come into play to help
the buyer make an even more relevant and accurate choice between billions of impressions.
Then, in a millisecond, the RTB (real time biding) protocol takes place (the automated process which
allows the bidders - media buyers/DSP - to bid on and purchase the ad impression on the fly). The
closest analogy would be the stock market – as stocks (ad impressions) come up for sale, brokers
(DSPs) bid for the stock. Whoever bids the highest price gets the stock (the ad is served to the
consumer). Then the process starts all over again and again.
WHY PROGRAMMATIC?
The answer is simple: because is a very efficient tool, incorporating the inventory, the technology to
identify the target, and last but not least, having special buying terms.
- Programmatic is driven by advanced technology and is streamlining the traditional media workflow;
- It is integrated with and empowered by media usage and consumers smart data;
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MEDIABRANDS
- The data is actionable, accurate and adaptable in real time;
- It has the ability to address to discrete impressions as opposite to the old fashioned packages of
impressions – in a very cost efficient way;
- Is fully capable of targeting automatically specific demographic groups or behavioral groups
while buying “in blind”, regardless the vendor
- Can be bought in real–time, allowing feedback loop and continued adjustment in campaign
settings;
- Is matching demand and supply from multiple vendors/ buyers through bidding mechanisms
which leads to more efficient prices (for both publishers and advertisers);
THOSE WHO CONTROL THE DATA, HAVE THE POWER
Programmatic gives the marketers and agencies the opportunity to collect and analyze data about
campaigns on the spot, which is used to optimize the process in real-time. On another hand it also
helps the publisher to better understand their audience, to optimize the content quality in order to
extract more value from the ad trading process. This leads to a better understanding of the consumer
on both sides, driving up the efficiency of the process.
A new era in media is emerging where technology has the major role in implementation while the
human specialist gains time to analyze a wider and more complex range of data to unravel more
meaningful consumer insights.
Romania is now in the early beginning of this transformation, nevertheless, there is a lot of
effervescence in the market these days regarding a local Adexchange, with agencies looking for the
opportunity to launch their proprietary trade desks and with publishers deciding their future trading
model (with Google only or with some other SSP’s as well).
But the transformation is certain to take place, sooner rather than later which means:
Programmatic is here to stay!
MEDIABRANDS was created by Interpublic Group (NYSE: IPG) in 2007 to manage all of its global
media related assets. Today Mediabrands manages and invests $37 billion in global media, employs
over 8,500 diverse and daring marketing communication specialists and operates in over 130
countries.
A proven entity in helping clients maximize business results through integrated, intelligence-driven
marketing strategies, IPG Mediabrands is committed to driving programmatic buying, pay-forperformance
and digital innovation solutions through its network of media agencies Initiative, Brand
Programming Network and Universal McCann. Its roster of specialist service agencies include MAGNA
GLOBAL, Ansible, Mediabrands Audience Platform, Mediabrands Publishing, IPG Media Lab,
Ensemble, Identity and offer technologies and industry moving partnerships that are recognized for
delivering unprecedented bottom line results for clients corroborated with creative accolades at the
most prestigious Festivals in the World.
In Romania IPG Mediabrands consolidates over 25% market share being the most powerful
international media group. With over 100 media specialists, IPG Mediabrands Romania manages the
media activities of a wide array of ‘blue-chip’ clients in most categories: telecom, finance, automotive,
soft drinks, food, retail, DIY, beer, alcoholic drinks, IT & technology, cosmetics, etc.
IPG Mediabrands’ agencies have made quite an impression in the last year in international Festivals
(Most Awarded Network at Festival of Media Asia /2013; 9 Gold, Silver & Bronze Lions in Cannes
Lions/2013).
Their Romanian counterparts scored very well in 2011-2013 also in creativity & innovation (15 Cannes
Lions 2011-2013, Titanium Grand Effie 2011-2013, Silver & Bronze in Media Innovation 2012-2013,
Internationalist Award for Innovation in Media).
OUR VISION
At Mediabrands, we believe it’s time for the agency to take full responsibility for the clients’ business
outcome. We strive to be more than a media agency for our clients and channel our efforts and work
towards becoming their business consultants and building true, valuable business partnerships with
them.
FAST, BRAVE, DECISIVE, SIMPLE
“Today’s marketing environment can often be overwhelming for brands as the race to keep pace with the changing
consumer environment never rests. And so it’s my belief that the modern agency needs to not only work faster and smarter,
but we must be more courageous and brave in challenging clients, be willing to be decisive on their behalf and most of
all we MUST make it all simpler. Otherwise, we’re adding more complexity when in fact we’re hired to do the opposite. At
Initiative lives this ethos everyday allowing clients to see succinctly the impact we have on their business. We achieve this
with an elegant international approach but one that continues to reflect the strong regional cultures Initiative’s teams have
become known for across the globe.” Jim Elms, Worldwide CEO, Initiative
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CEE COUNTRY PULSE
OVERVIEW
Throughout the whole region, the common denominator of the media landscapes is the continuous
dynamic between TV and Digital, with other media falling into a secondary plane of discussion. Each
media brings forward their unique attributes and strengths, while at the same time putting effort and
resources into fixing their shortcomings.
However, as in the case of Macedonia for example (digitalization of TV broadcast and its subsequent
adoption by the majority of households), the winning card seems to be the convergence of competitors.
With the continuously shifting audiences and consumption habits no media which can reasonably
claim to be the only solution for any type of campaign or brand. The omnimedia as a new emerging
construct is based on a systemic approach in which each media has a specific value and leading
power, fulfilling its role of making the greater system work.
REGIONAL SNAPSHOT
Looking at the demographic profile of the analysed countries we see a rather heterogeneous picture
in terms of population size and implicitly raw market potential. While the gender distribution generally
falls under the same common denominator (with the exceptions of Latvia and Lithuania), the Esomar
social grades distribution show an interesting picture.
Poland seems to have the largest proportion of middle class citizens (Esomar C) while surprisingly,
countries with very high GDP per capita like the Czech Republic or Slovakia have the largest proportion
of lower class citizens (Esomar E). The most balanced situation (Esomar classes distributed in normal
Gaussian curve) appears in Hungary. However, it should be noted that although Esomar levels are
international standards, their local operationalization is different country by country.
Esomar A(%)
Czech Republic
9%
16%
Latvia
16%
Poland
7%
Slovakia
24%
24%
21%
22%
21%
26%
48%
10%
16%
18%
28%
12%
Esomar E (%)
39%
35%
8%
7%
Esomar D (%)
20%
10%
23%
9%
Esomar C (%)
23%
14%
Romania
10
9%
Hungary
Lithuania
Esomar B (%)
25%
16%
36%
25%
18%
16%
13%
Total Population (mil.)
Men(% )
Women (%)
Albania 2.82
50%
50%
Bosnia & Herzegovina 3.79
50%
50%
Bulgaria 7.28
49%
51%
Croatia 4.28
48%
52%
50%
50%
Estonia 1.31
47%
53%
FYR Macedonia 2.09
50%
50%
Hungary 9.03
47%
53%
Latvia 2.02
46%
54%
Lithuania 2.97
46%
54%
Montenegro 0.62
49%
51%
Poland 38.54
48%
52%
Romania 21.30
49%
51%
Serbia 7.19
49%
51%
Slovakia 5.42
49%
51%
Slovenia 2.06
50%
50%
Czech Republic 10.51
Concerning the economic impact of the recession (indicated by the GDP / capita) and the media
market’s response to it (indicated by the media spend / capita) the CEE countries display different
patterns. This analysis spans the 2008-2013 period and uses the Compound Annual Growth Rate
(CAGR) for the GDP/capita and media spend/capita.
Albania and the Czech Republic make up the first cluster of countries where, during the analysed
period, both the GDP/capita and media spend/capita CAGRs are positive, meaning that both the
economic output and the media expenditures had a strong correlation and a positive trend.
38%
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Also a strong correlation but on a negative trend is present in Croatia, Hungary and Slovenia showing
a media market response that is in line with the economic trend. In the specific cases of Croatia and
Hungary, the media investment response was significantly over-reactive to the economic context.
Serbia falls within the same cluster, albeit with an apparent economic stagnation at 2008-2013 CAGR
level with the same significant decrease in media spend / capita.
Bulgaria, Bosnia & Herzegovina, Estonia, FYR Macedonia, Latvia, Lithuania, Montenegro, Poland,
Romania and Slovakia make up the largest cluster of what appears to be the central tendency in
the region: timid or marginal increase in terms of GDP/capita with a (significantly) negative answer
concerning the media spend.
Bosnia & Herzegovina
1,641
2.0%
-12.0%
Latvia
2.7%
-8.8%
1.1%
-2.6%
Montenegro
1.2%
-6.2%
Poland
2.8%
-10.8%
0.0%
-5.5%
-0.9%
-1.4%
-1.4%
GAGR-GDP/Capita
Lithuania
Romania
Capita (2008 - 2013)
2008
2019
2010
2011
Slovenia
Slovakia
Romania
Poland
Montenegro
8
140
277
155
305
99
73
Hungary
35
84
Estonia
32
31
189
FYR Macedonia
Hungary
GDP /
Capita vs.
GDP /
Net Media
Capita
vs. Spend /
Capita
(2008
- 2013)/
Net
Media
Spend
Czech Republic
FYR Macedonia
Croatia
2.6%
0
Bulgaria
Estonia
-0.9%
-8.8%
12
2.6%
Bosnia &
Herzegovina
-3.5%
Czech Republic
Albania
-5.5%
179
500
0.6%
1.6%
Serbia
Croatia
420
-9.6%
1000
Lithuania
-1.0%
Bulgaria
1500
Latvia
3.4%
-2.0%
Net
MarketSize
SizeEvolution
Evolution (mil.
Net
Market
(mil.EUR)
EUR)
1.363
1.7%
2500
2000
3.1%
3.9% Albania
-1.7%
The market size picture of the region is also very heterogeneous, consisting on large countries like
the Poland and Czech Republic with markets of over 1 billion EUR in net value, medium countries like
Hungary, Romania and Slovakia with markets of over 250 million EUR and the rest of the countries
with markets of below 250 million EUR in net worth.
2012
2013
In terms of their media markets size evolution for 2008-2013, we can identify three clusters.
Albania and the Czech Republic are countries which show a positive evolution and are a minority in
the region.
The large majority of countries had a negative evolution. For countries like Bosnia & Herzegovina,
Bulgaria, FYR Macedonia, Montenegro, Slovakia and Slovenia, the overall yearly decrease for the
period was of below 5% and they make the second cluster.
The third cluster consists of countries with a decrease rate of over 5% YoY, which is the case of
Croatia, Estonia, Hungary, Latvia, Lithuania, Poland, Romania and Serbia which indicates overcautious
advertiser reactions.
Serbia
3.2%
Slovakia
Slovenia
CAGR-Net Media Spend/Capita
media
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13
3.9%
-1.7%
Albania
Media
Mix
- 2013Shares
Shares
Media
Mix
- 2013
-2.0%
Bulgaria
-9.6%
1.6%
-5.5%
Czech Republic
Estonia
-3.5%
FYR Macedonia
-8.8%
Hungary
-12.0%
Latvia
-8.8%
74%
70%
CAGR
CAGR
- Net
Market
Net Market Size
Size
(2008-2013)
(2008-2013)
4% 7% 1% 14%
Montenegro
-6.2%
Poland
Romania
-10.8%
-5.5%
Serbia
-0.9%
-1.4%
Czech Republic
The continuous increase of the share of Digital in the overall media mix is most visible in countries
like Poland, Slovakia and Hungary where it exceeds 20% of the whole media volumes. In both cases
of Poland and Slovakia, an important driver for the Digital growth consists of increasing traffic from
mobile devices as well as increasing interest for visual content.
In general, TV retains shares of spending ranging between 50% and 60% in most countries with
significant outliers being Albania, FYR Macedonia and Bosnia & Herzegovina where the share of
TV exceeds 70% while at the opposite point there is Estonia with below 30%. Shifts in audience and
content quality are the main factors of either growth or decline in TV share of revenues for the outlier
countries.
Print retains over 25% of media market share in Lithuania, Estonia and the Czech Republic, with the
latter being the country with the highest share of Print in the region. Interestingly, Estonia is the only
country where the share of Print equals the one of TV.
Radio generally has a low share throughout the region, with the notable exceptions of Latvia and
Croatia, where it reaches 10%. Overall, Radio shares are either stagnating or decreasing.
It should also be noted that Albania is the country where TV + OOH gather 88% of the net media
market revenue and Montenegro is the country with the highest OOH share in the region.
7%
40%
10%
24%
10%
29%
Estonia
10%
41%
28%
9%
21%
Latvia
45%
15%
19%
Lithuania
47%
11%
25%
60%
Montenegro
5%
47%
Poland
63%
Romania
54%
9%
Slovakia
47%
24%
Slovenia
52%
9%
TV
Digital
Print
Radio
5%
11%
9%
10%
8%
13%
15%
Serbia
9%
3% 11% 1%
12% 3%
25%
7%
9%
7% 8%
23%
9% 1%
9%
71%
Hungary
5% 8% 1%
5% 10% 2%
35%
16%
FYR Macedonia
12%
13%
49%
Croatia
Slovakia
Slovenia
4%
61%
Bulgaria
Lithuania
-2.6%
14
Albania
Croatia
7% 1%
20%
7%
7% 1%
6% 6%
21%
5%
16%
18%
OOH
media
5%
9%
11%
5%
7%
16%
Other
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15
For most of the countries, the need for connection and self-expression is still growing. This makes
social media the new normal.
With the exception of Latvia (27%), throughout the region, the number of Facebook users amount
to over 30% of the general population of each country. FYR Macedonia and Montenegro have the
highest Facebook penetration (approximately half) referenced to the general population. Also,
Facebook users generally amount to more than have of the Internet users, notable exceptions being
Hungary and Latvia.
It should be noted that Poland represents a third of all the Facebook users in the region.
General
GeneralFacebook
FacebookStatistics
Statistics
0.31
16.14
7.26
% of population
2.20
0.36
Slovakia
%internet Users
57%
40%
Slovenia
49%
77%
66%
30%
Serbia
36%
Romania
Poland
33%
50%
Montenegro
Latvia
27%
38%
42%
30%
2.19
52%
65%
75%
54%
72%
51%
Hungary
40%
Czech Republic
FYR Macedonia
39%
Croatia
45%
56%
65%
38%
Bulgaria
Estonia
72%
67%
68%
40%
1.07
94%
0.56
78%
2.66
60%
1.06
47%
0.54
72%
4.20
FB Users(mil)
As smartphones are becoming more affordable and 3G and 4G technologies are advanced, the
penetration and usage of such terminals is continuously increasing and diversifying.
Bosnia & Herzegovina, Croatia, Estonia and Montenegro are leading the region in terms of urban
penetration with over 40% of urban residents owning at least one device. Romania and Serbia are still
lagging behind with only a quarter of the urban population owning a smartphone. There are usually
discrepancies between the national and urban penetration due to the rural figures, with the exception
of FYR Macedonia and Hungary where both figures are (almost) equal.
Slovenia
Slovakia
Serbia
Romania
Poland
Montenegro
Lithuania
Latvia
Hungary
Urban Penetration
1.76
Bosnia &
Herzegovina
Albania
77%
62%
78%
63%
50%
63%
60%
68%
66%
63%
78%
50%
48%
54%
60%
72%
74%
78%
FYR Macedonia
Estonia
Czech Republic
Croatia
Bulgaria
Bosnia &
Herzegovina
Albania
41%
49%
50%
57%
57%
72%
74%
58%
68%
68%
75%
General
Internet
Statistics
General
Internet
Statistics
2.80
18-49, Urban
48%
18+, Urban
All countries in the region have an urban Internet penetration of over 60%. However, the usage picture
is quite heterogeneous with countries like Lithuania and Slovenia having a daily usage level in the
urban population of over 60% while Bosnia & Herzegovina, the Czech Republic and Hungary register
below 50%.
16
1.50
96%
Slovenia
Slovakia
Serbia
Romania
Poland
Montenegro
Lithuania
Latvia
Hungary
FYR Macedonia
Estonia
Czech Republic
Croatia
Bulgaria
Bosnia &
Herzegovina
Albania
1.36
Lithuania
2.55
3.07
3.60
4.22
4.08
5.64
5.70
4.72
3.21
3.58
4.04
4.66
4.95
5.22
4.57
4.90
3.71
2.81
2.75
3.73
3.72
4.54
3.24
3.47
4.04
4.10
5.04
6.04
6.50
7.16
Average
Viewing
Time
(hours/day)
Average
TVTV
Viewing
Time
(hours/day)
Urban Daily Usage
media
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ROMANIA
MACROECONOMIC OUTLOOK
National Penetration
28%
29%
Slovenia
30%
37%
Slovakia
21%
25%
Serbia
25%
Romania
Poland
24%
27%
45%
24%
Montenegro
30%
36%
Lithuania
27%
31%
27%
28%
Hungary
Latvia
30%
30%
FYR Macedonia
40%
45%
Estonia
26%
29%
Czech Republic
35%
41%
Croatia
28%
31%
22%
Bosnia &
Herzegovina
Bulgaria
22%
Albania
40%
General Smartphone Statistics
Urban Penetration
PERSPECTIVES FOR 2014
Consumer income and expenditure across the CEE countries are expected to see positive
developments in 2014, supported by the region’s better economic performance in 2014.
In real terms, per capita disposable income in the region as a whole expanded by 14.0% between
2008-2013, while it is forecast to grow by 3.3% in real terms in 2014. Despite such a positive outlook,
significant risks can put a downward pressure on the region’s consumer markets, with implications for
consumer businesses. However, high unemployment rates and currency depreciation in many CEE
countries will continue to depress consumer confidence in the region.
18
Romania’s economy will continue to expand in 2014, but growth remains subdued relative to potential. In the
baseline scenario, GDP growth would reach 2.5 percent in 2014, with upwards perspectives, driven primarily
by the gradual recovery of domestic demand and exports. Improved demand from the rest of the EU, which
accounts for 70 percent of the Romanian exports, and enhanced consumer and business confidence will help
broaden the sectoral base of growth. Nevertheless, the automotive sector is expected to enjoy a further good
year as exports leader. The absorption of EU funds, at 33 percent of the 2007–13 available financial envelope
at end-March 2013, is expected to continue to pick-up through the year, giving the high commitment rates for all
the operational programs, helping growth. Increases in public sector wages and pensions will have a positive
impact on the domestic demand and on poverty. With growth advancing at the forecasted level, unemployment
is expected to be on a modest declining trend in 2014, below the EU average. As growth in Europe consolidates
in 2014, in the most likely scenario, expectations are that economic growth will further trend upwards in 2015 and
2016 towards 3-5 percent.
Macroeconomic management is expected to remain disciplined in 2014. Fiscal discipline will likely continue to
be enforced through expenditure restrain and the budget deficit target agreed with the IMF and the EC is likely to
be met. The government is also taking measures to improve revenue collection through better tax administration
and to enhance the performance of the public investment portfolio in order to generate additional fiscal space and
improve results. Measures are also taken to improve the performance of the state-owned enterprises.
A good agricultural crop would have a positive impact on food prices, helping also the central bank to keep down
inflation within its end-2014 target interval of 2.5 +/- 1 percent. However, potential increases in gas prices, owning
to the liberalization of the markets for energy, may generate some inflationary pressures, which can however be
managed through an appropriate monetary policy conduct. In the context of the improved domestic demand
and low capital inflows, the current account deficit will stabilize at the current levels of 1.0 – 1.5 percent of GDP.
The banking sector remains well capitalized, but continues to face pressures on asset quality and remains
vulnerable to potential adverse developments in the Eurozone. Deleveraging pressures are moderate by regional
standards, with parent funding declining, and bank capitalization remains strong. The need to provision for the
continued rise in non-performing loans, which reached over 20 percent at end-2012, will continue to affect the
balance-sheets of the banks in 2014 and beyond, thought with variations from bank to bank. Nevertheless,
recent measures promoted by the central bank are expected to lead to an important decline in the level of
nonperforming loans and improve the balance-sheets of the banks.
The economic outlook entails both downside and upwards risks, particularly in the short run. A sluggish recovery
in the Eurozone will affect Romania’s growth prospects, and of the region as a whole, and financial sector
uncertainties or turbulences in a Eurozone member would have negative effects, impacting on Romania’s exports
and putting pressure on the currency and banking sector. A rapid tightening of the global interest rates will also
have negative repercussions on growth, and so will a marked deterioration of the situation in Ukraine, in spite of
the limited commercial and financial ties between Romania and Ukraine and Russia. On the other hand, a good
agricultural year would boost growth, as in 2013, and so would a good absorption of the EU funds.
An increase in growth to above 3 -3.5 percent over the medium term, needed to catch up with the rest of the EU, will
require increased infrastructure and private investment, including from a gradual improvement in the absorption of
EU Structural and Cohesion Funds. Private sector investment can be attracted, notably in the energy,
manufacturing, and IT sectors, if structural reforms continue to improve the Romanian investment climate.
media
book
19
MEDIA MARKET
OVERVIEW
After a continuous decrease since 2009, the net media market reached a flat evolution in 2013 and is
expected to remain stable in 2014.
600
500
Total net Ad-spend by medium (Million €) - Estimation
400
Graph 1: Total net Ad-spend by medium (Million €) - Estimation
300
200
100
0
2007
2008
2009
2010
2011
2012
2013
2014 est
TOTAL (Mil E)
482
540
345
316
309
303
305
306
TV
306
337
222
209
200
193
193
193
Print
79
82
37
26
24
22
19
17
Radio
30
35
25
21
20
19
19
18
OOH
58
70
42
33
31
29
28
27
Internet
9
16
19
26
34
41
46
50
Source: Initiative
During 2007-2012 all media lost investment share in favor of online, while in 2013 TV and Radio managed
to keep stable vs. 2012. TV gathered 63% of total net advertising budgets and Radio 6%.
Online continuous growth resulted in 15% net market share in 2013, while OOH and Print continued to
descend to 9% and 6% (from 10% and respective 7% in 2012).
ANALYSIS
Television continued to receive the highest advertising revenue, powered by almost 60 monitored TV
channels and an average time viewing of 5.7 h/days on commercial target all 18-49 urban.
In 2013 the TV market ended in a slight deflation of 2% versus 8% deflation in 2012 vs. 2011 and an
inferior level of all day loading (07:00- 26:00) throughout the year, from 68% in 2012 to 66% in 2013. The
cost
deflation
resulted
in
a
CPT
drop
to
an
average
of
2.17
EUR
for all 18-49, urban and in a flat CPT of 0.98 EUR for all 4+ urban.
20
The TV market remained flat vs. 2012 at 193 million EUR, for the first time since 2009 and it is expected to
keep the same level in 2014.
In 2013, the main TV stations improved the quality of their programs, and increased the audience share
by continuing to broadcast the already successful but expensive shows, still able to deliver significant
GRP levels and at the same time investing in new programs, to attract new clients to their portfolio.
CME maintained leadership in terms of both audience performance and revenue and also made some
changes to PRO TV’s day-parts definition, by introducing the Super Prime Time (19:00-21:00), with an
applicable surcharge of 20%.
INTACT performed very well, increasing budget share by 2% up to 28%, as did Kanal D increasing 1% to
7%, while SBS Broadcasting closed the year with a stable 5%.
Internet penetration and frequency of usage was on a constant growth during the last years, and the
advertising budgets followed the trend.
At 2013 end the internet penetration was estimated at 57.9% of 16-74 y.o. population, while almost 53% of
the Romanian households have an internet connection.
The digital advertising market is rapidly evolving into new platforms, devices and formats available,
making it both a challenge and an opportunity for the advertisers. Video advertising has gained a major
momentum since the launch of the localized platform YouTube while Facebook is still the most important
social network, with almost 7 million users.
Mobile phone penetration (according to latest Ancom report) has reached 113.9% with 22.6 million active
SIMs at the end of 2013 (+0.4% vs.2012), with 9.4 million users being subscription based. Smartphone
penetration in Romania is currently estimated at 28% of the population, with the highest adoption rate
among 25-34 y.o. With more access to various content and multimedia features, the mobile consumption
habits are ever evolving. The smartphone is becoming a constant companion in our daily lives: 79% of
owners would never leave home without it and 33% would rather give up TV than their smartphone.
Print advertising revenues decline continued in 2013, the press content duplication in the online versions
of the publications, as well as the more and more easy and affordable access to modern technology
resulted in a continuous and substantial reduction of print titles buyers and readers and shift to Online
content. The distribution network’s financial problems continued in 2013, and some of the chains
insolvency determined the collapse of the print distribution. The drop in circulation generated inevitably
the decrease in audience.
media
book
21
Tabloids remained the preferred titles for readers and also the ones generating the highest revenue
Graph 2: Market share in 2012 & 2013 (net ad-spend by medium)
chose to manage the ad sales internally (Adevarul Holding), other simply closed important titles
(Mediafax), while others merged, trying to consolidate position (Burda and Sanoma Hearst).
Radio had a year of stagnation in terms of advertising income, achieving revenues comparable to 2012.
It was an year when Radio networks have tried either to consolidate their position or to gain market share
through active marketing campaigns, events, concerts and Radio + social media integrated packages.
The main sales houses maintained their top positions as in 2012, with MGSI being the leader, followed by
Camina Group and RRA.
In 2013, weekday daily Radio audience was comparable with 2012, both at urban level and in Bucharest,
driven mainly by weekend tourism. In 2013, the preferred place of Radio listening remains “At Home”
streaming tends to become more and more a habit (10.2% in weekdays and 7.2% during weekends),
favored by more and more affordable modern digital devices.
OOH
The OOH law was vetoed, hence the implementation was postponed to October 2015. The Bucharest
outdoor panel inventory kept increasing, driven mostly by independent local investors who invested in
expanding their networks.
Digital outdoor expanded the TV-screen network and digital indoor modernized the LCD network.The
OOH monitoring system, which started in Apr 2012, continued to be improved in 2013 and created the
premises of launching also an OOH frequency study.
Cinema market continued in 2013 the slightly ascending trend, especially due to number of admissions
The high number of 3D block-busters, the international recognition of the Romanian cinematography,
keeping the same ticket prices as in 2012 as well as the special ticketing offers made Cinema a more
appealing leisure activity for young adults and families with children. All these, together with the
complementary off-screen marketing activities possible in the modern Cinema halls, made cinema more
attractive for advertising.
22
Internet
14%
Internet
15%
OOH
10%
Radio,
6%
Print,
7%
OOH
9%
Radio,
6%
Print,
6%
TV, 64%
TV, 63%
TOP INVESTORS
Main categories in 2013 are similar with the top categories from 2012, with “Mobile telecommunications”,
investments.
the category leader: Lidl.
“Electronics & domestic appliances” is new entry in top 10 categories, replacing “Cars & 4x4 vehicles”
position from 2012.
“Milk products” & “Chocolate products” categories had similar budgets vs. 2012.
38mil.€
17mil.€ Retailers
36mil.€
14mil.€
Banking &
insurance services
Cosmetics
Hygienic, Hair Care
& Cleaners
19mil.€
31mil.€
Beer
Mobile
telecommunications
services
Medical & optical
products & services
Chocolate products 6mil.€
& specialties
Electronic & 7mil.€
domestic appliances
7mil.€ Milk Products
Other sugar,
8mil.€ confectionaries, honey
media
book
23
TELEVISION
dynamics as in 2013. OOH (-2%) and Print (-10%) will continue decreasing, TV and Radio will keep
investment levels, while Online (+8%) will be the only media with positive trend.
TV
The new CME management still projects a strong position and development plans for the CME TV
operations in Romania.
and 3pp increase in audience share for Prime Time.
Antena 1 succeeded in acquiring a very important ingredient of PRO TV’s success, Mona Segall (general
producer of the top rated shows on ProTV) and the market is expecting large transformations in Antena1
programming schedule in the autumn.
CME and Intact Group will continue the battle for leadership by changing formats and introducing
attractive programs.
Online: given the increasing consumer preference for visual content, online video advertising spending
million EUR, supported mainly by an up to 25% higher budgets on main performance channels, Google
and Facebook.
Social media becomes more and more the new NORMAL, as the people need for connection and
selfexpression is growing.
As it’s currently estimated that 1 in 4 Romanians owns a smartphone and the continuously increased
functionalities offered by modern devices, it is expected an increased usage of mobile devices by
the regular consumers. The growing usage of alternative devices for internet access, as well as multiscreening
will generate a growth of advertising for portable devices, especially tablets and mobile
phones. This trend will allow internet market to develop in terms of creative approach, rich media content
and overall campaigns quality.
Print will be more and more oriented towards cross media packages print + online and print+ online
mobile and partnerships, in order to gain media budgets and increase market share.
Radio stations will grow their presence in social networks (especially Facebook) and is also expected for
them to expand and diversify their integrated campaigns (radio + smartphone + web).
OOH will potentially register higher revenues, as 2014 is an elections year - UE Parliament (May) and
Presidential (November), limiting the net advertising volume decrease to 2% vs. 2013.
OVERVIEW
In 2013 Television kept leadership amongst media channels used by advertisers, receiving the highest
investment level, despite the stable trend of Radio or the increasing trend of Online. TV continued to
deliver high audience, improved performance and the number of monitored TV stations increased up
to 59 (+1 vs. 2012). TV viewing time reached an average of 5.7 hours/day (18-49 urban, source Kantar
Media). There are 5 new channels monitored: Comedy Central Extra, History, Nickelodeon, PV TV, VH1.
There are also 4 channels excluded from the monitoring service: OTV, Transilvania Live, Giga TV and
MGM.
Reception via Cable (Digital & Analogue) increased in 2013, while Direct-to-home (DTH) and terrestrial
platforms decreased vs. previous year.
Reception Type
Analogue Cable
Digital Cable with receiver
Direct TO home (DTH)
Terrestrial
2007
69.7
4.3
15
13.5
2008
66.6
3.9
22.15
8.95
2019
67.4
3.85
23.45
7.45
2010
66.7
4.1
26.2
5.8
2011
59.9
9.8
26.1
6.2
2012
56.6
14.1
14.9
4.4
2013
63.7
15.9
24.4
3.8
Source: Kantar Media & Initiative estimate
day TV loading. And this trend continued all year. As a consequence of the new Government Ordinance
since April 12th 2013, agencies and clients put all their efforts into maintaining a stable market, a
4+ urban.
The inventory of total GRP30” sell out increased by 2% in 2013.
Years
Buying Target GRP 30 “(000 sold)
SH% of TV Monitored (% all 18-49 Urban)
Inventory sold % minutes
2007
1700
84%
72%
2008
1600
84%
68%
2019
1463
86%
64%
2010
1745
88%
76%
2011
1774
92%
76%
2012
1703
85%
68%
2013
1736
85%
66%
Source: Kantar Media & Initiative estimate
24
media
book
25
The total GRP30” sold in 2013 by the TV channels was 1.74 million GRP30” of which 35% were sold by
CME, 29% by INTACT, 11% by Kanal D, 7% by ProSieben (Prima TV+ Kiss TV),
2012 – 2013 Average Inventory sold % Min (07:00-26:00) and prime time vs. legal limit
140
2012 – 2013Sold GRP30” (“000) by month (buying target)
120
GRP 30” buying target
100
200
154.4
Dec-13
Nov-13
Oct-13
Sep-13
Aug-13
Jul-13
Jun-13
May-13
Apr-13
Mar-13
Feb-13
Jan-13
Dec-12
Nov-12
Oct-12
Sep-12
Aug-12
Jul-12
Jun-12
May-12
Apr-12
0
Mar-12
Jan-12
20
Feb-12
As a result of the inflationary sales policy, CME lost points in GRP30 share but at the same time they
succeed in minimizing the drop in budget share, therefore still retains around 50% of the TV market
volume.
The introduction of “Super Prime Time” on PRO TV has reached its goal of increasing the audience
performance but at the same time generated a lower sell out in Super Prime Time day part and also
caused an increased loading in the rest of Prime Time (21:00-24:00).
2012 – 2013 Average Inventory sold % Min –Prime Time& Super Prime Time Pro TV
120%
50%
40%
48%
SPT 2013 (19:00-21:00)
SPT 2012 (19:00-21:00)
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
0%
20%
Jan
20%
0%
91%
97%
96%
87%
87%
97%
81%
91%
78%
77%
70%
52%
Pro TV
5
Antena 1
Kanal D
4
SPT 2013 (21:00-24:00)
Dec-13
Nov-13
Oct-13
Sep-13
Aug-13
Jul-13
Jun-13
May-13
Apr-13
Mar-13
Feb-13
CHANNELS PERFORMANCE AND PROFILE
In 2013 ProTV kept the leading position (Rtg 4,3%, Shr 18.4% all 18-49 urban), followed by Antena 1 (Rtg
3.3%, Shr 14.2%) and Kanal D (Rtg 1.7%, Shr 7.1%). Comparable performance for Acasa TV (Rtg 1%,
Shr 4.3%) and Prima TV (Rtg 1%, Shr 4.2%), while Antena 3 lost performance comparing with 2012 (Rtg
0.7%, Shr 3.1%). TVR1 (Rtg 0.5%, Shr 2.2%) reflected lower audiences than National TV (Rtg 0.7%, Shr
2.9%).
The stations improved the quality of their programs and increased the audience share by continuing to
broadcast the already successful but expensive shows still able to deliver significant GRP levels and at
the same time invested in new programs.
Hence, the share of ‘special advertising’ GRPs and related revenue increased vs. classic exposure, due
to attractive packages sold outside the advertising breaks (scenario integration, product placements,
BBI, BBO, graphic insertions etc.)
Talent shows have continued to dominate the TV landscape, as PRO TV continued to broadcast new
editions of “Romanians Got Talent”, “The Voice of Romania ”, “Masterchef” and Antena 1 continued with
7
“X
Factor”, “Te cunosc de undeva?” and “Top Chef”.
6
28%
Dec
47%
98%
Nov
46%
60%
95%
Oct
42%
60%
98%
97%
Sep
42%
84%
97%
Aug
71%
58%
80%
87%
Jul
74%
78%
80%
Jun
79%
87%
May
88%
59%
97%
100%
Apr
40%
99%
80%
80%
60%
99%
95%
Mar
90%
98%
Feb
87%
98%
92%
Jan
99%
92%
Jan-13
Source: Kantar Media & Initiative Estimation
120%
Dec-12
0
40
Nov-12
20
60
100%
AVG PT
Oct-12
97.7
80
AVG all day
40
Sep-12
90,7
60
116.8
Aug-12
139.4
127.0
Jul-12
143.0
137.9
119.5
Jun-12
134.3 135.1
80
154.4
153.9
May-12
148.3
120
156.2
156.5
Apr-12
140
100
149.1
139.6
Mar-12
151.3
161.2
Feb-12
146.9
160
172.0
167.7
168.6
Jan-12
180
SPT 2012 (21:00-24:00)
Antena 3
3
Acasa
Prima TV
2
2012 – 2013 Monthly Dynamic –
Time Bands Analysis
(Rtg%, All 18-49 urban –
top channels, 07:00-26:00)
TVR 1
1
26
Mar-14
Feb-14
Jan-14
Dec-13
Nov-13
Oct-13
Sep-13
Aug-13
Jul-13
Jun-13
May-13
Apr-13
Mar-13
Feb-13
Jan-13
Dec-12
Nov-12
Oct-12
Sep-12
Aug-12
Jul-12
Jun-12
May-12
Apr-12
Mar-12
Feb-12
Realitatea TV
Jan-12
Meanwhile, INTACT had increased its budget share by 2% up to 28%, Kanal D by 1% up to 7% and SBS
Broadcasting closed the year at around 5%, a constant evolution. All these performances occurred at the
expense of other TV stations.
0
Source: Kantar Media
media
book
27
Q1 2014 reflects identical hierarchy for top 3 main TV stations, Pro TV, Antena 1 and Kanal D.
In 2013, the top 10 TV stations gathered 60% of the total audience share of all 18-49 urban population vs.
59% in 2012.
2013 PRO TV profile (Urban Affinity Index)
Bucharest
Urban 200k+
140
Men
Women
120
Bucharest
Social grade AB
100
80
Urban 100k-200k
2013 Antena 1 profile (Urban Affinity Index)
Social grade C
60
Urban 200k+
Social grade DE
Age 4-11
Age 65+
Age 12-17
Age 55 -64
Age 18 -24
Age 45 -54
Urban 30k-100k
Social grade DE
20
Urban 30k
Age 4-11
Age 65+
Age 12-17
Age 55 -64
150
Women
Bucharest
Social grade AB
Social grade C
100
Urban 200k+
100
Women
Social grade AB
Social grade C
60
Social grade DE
Urban 30k-100k
Social grade DE
20
0
0
Urban 30k
Age 4-11
Age 65+
Age 12-17
Age 18 -24
Age 45 -54
Men
120
40
50
Age 55 -64
140
80
Urban 100k-200k
Age 25 -34
Age 35 -44
Urban 30k
Age 4-11
Age 65+
PRO TV with the very successful cooking show “Masterchef”, “Las Fierbinti”, “Romanii au Talent”, ”Voice
of Kids” and launching “O saptamana nebuna, nebuna, nebuna“, an adaptation of “ Worst week of my
life” sitcom.
Antena 1 competes with “Chef de Ras”, “Junior Chef”, “Te cunosc de undeva,” “Next Star”, “X Factor”,
“Romania danseaza”, ” Serviciul Roman de Comedie”, “Splash! Vedete la Apa”.
Kanal D will carry on with ”Suleyman Magnificul”, “Feriha”, “Teo Show”.
Prima TV’s new programming schedule will consist of “Epic Show”, “Cronica Carcotasilor”, “Mondenii”,
“Razi si castigi”, “Trasnitii”.
Age 12-17
Age 55 -64
Age 18 -24
Age 45 -54
Age 25 -34
Age 35 -44
Source: Kantar Media
The audience profile analysis reveals that Kanal D, Prima TV and Antena 1 have a women skewed
audience, while PRO TV reflects an audience balanced between genders. Kanal D gathered audience
mostly from small and medium cities, compared to other main channels which registered a stronger
presence in medium and large cities.
CME and Intact Group will continue the battle for leadership by changing formats and introducing
attractive programs, but this year the competition became tighter than ever. Antena 1 succeeded in
acquiring a very important ingredients of PRO TV’s success, Mona Segall (general producer of the top
rated shows on ProTV) and Horia Brenciu.
The new channel is expected to grow by taking advantage of the brand stature and market success of
Radio ZU as the number one Radio station in Bucharest. Also Antena 2 was rebranded as Antena Stars,
with a new programming grid.
As a general tendency, all major TV shows continue into 2014 while new shows are added to the schedule:
2013 Prima TV profile (Urban Affinity Index)
Men
200
Age 25 -34
Age 35 -44
2013 Kanal D profile (Urban Affinity Index)
28
Starting April, Intact Grup closed GSP TV and launched ZU TV channel, on the same frequency.
Age 18 -24
Age 45 -54
Age 25 -34
Age 35 -44
Urban 30k-100k
Social grade C
0
Urban 30k
Urban 100k-200k
Social grade AB
60
0
Urban 200k+
Women
100
Another important market fact is the acquisition of Prima TV from Pro Sieben by Cristian Burci, the owner
of Adevarul Holding. As a result to date, is a fresh programming schedule and a stable inventory &
audience share.
40
20
Bucharest
Men
120
80
Urban 100k-200k
40
Urban 30k-100k
140
The new CME management still projects a strong position and development plans for the CME TV
operations in Romania. In the first quarter of 2014, PRO TV is still market leader with 1pp increase in
audience share for All Day, and 3pp increase in audience share for Prime Time.
Public stations TVR1 & TVR2 are broadcasting important sports events such as “Winter Olympic
Games”, “UCL”, “Fifa World Cup 2014”, along with “Bizi Day”, “Clubul celor care muncesc in Romania” ,
“Eurovision” and “International Music Festival George Enescu”.
Starting April, Eurosport was added to Discovery portfolio, bringing more quality in sports broadcasting:
“Grand Slam Tennis”, “Premiere League”, “Snooker World Series”, “World Cup FIS”, “WRC”.
Q1 2014 reveals a marginal CPP inflation in the market fueled by the inflationary sales policies of the
main TV stations; based on our estimations in 2014 is expected to stay flat in terms of volumes – 193
million EUR.
media
book
29
DIGITAL MEDIA
In its relatively short life time, the digital media acquisition has been through many stages of evolution,
moving quickly from manual negotiations and insertion orders, through ad networks, ad exchanges and
more recently, programmatic buying.
By moving to programmatic sooner, there is the first mover’s advantage. The digital media will be
smarter than competitors for a longer period of time. Likewise, publishers are radically restructuring
as we speak, and we see a world in the near future where there won’t be a sales team to pick up the
phone – the planning is getting smarter, automated and sophisticated.
IPG Mediabrands invested money, time and passion to create a unique platform combining all of the
above in order to manage digital campaigns in a smart and unique way, in a cost efficient solution. The
result was CADREON – the next generation of Digital Performance is already here.
CADREON is a single campaign management platform (Trade Desk) that incorporates technology,
data, inventory and human intelligence to reach and manage real time bidding campaigns for its
clients.
By using powerful insights from complex data and smart trading technologies, CADREON offers a
cross media experience through Display, Video, Social and Mobile, to deliver more effective digital
campaigns and exceptional ROI for the advertisers.
Greater Precision, Time Saving and Smarter Investment = CADREON.
OVERVIEW OF THE ROMANIAN DIGITAL LANDSCAPE
“The Internet has been the most fundamental change during my lifetime and for hundreds of years”.
~Rupert Murdoch
There are nearly 2.9 billion people online today, about 40% of the total global population, and the
numbers are growing fast, with Europe in the pole position with 75% internet penetration.
2013
2012
10
9.6
9
Conection
Conection
time
byby(’000)
time
(’000)
8
7.1
7
6
3
Internet
2011
2010
The rise of the mobile internet (+35% compared to 2012) is mainly determined by the more affordable
smartphone and tablets offers available in today’s market. Also, taking into consideration the Romanian
online population, the latest technical connection figures denote the duplication of access devices
among users, or in other words, show the multi-screen digital consumption taking place in today’s
Romania.
4
penetration
There are nearly 12 million Romanians online, with 88.2% of them as frequent users. As expected,
higher connectivity is noticed in the urban regions compared to rural: 70.8% vs. 41%
And how do these people access the internet? We know from the latest 2013 Ancom report that in
Romania there are 3.8 million broadband connections and 9.6 million active mobile internet
connections, including 1.5 million USB / modem connections.
5
58%
52%
46%
43%
38%
2009
36%
2008
31%
2007
26%
2006
30
In the past years, Romania has claimed its rightful place in this “Global Village”, with a constant and
steady growth pattern in terms of penetration and usage frequency.
At the end of it is estimated that the internet penetration has reached 57.9% for the national population
aged 16-74, while almost 53% of the households in Romania are connected to the internet
in Romania
Internet
penetration
in Romania
2
1
2,9
2.5
3.5
3.1
3.4
3.8
0
Broadband
2010
2011 2012
Mobile
2013
media
book
31
THE ROMANIAN ONLINE USER PROFILE & BEHAVIOR
“The Internet is becoming the town square for the global village of tomorrow.” - Bill Gates
As we’ve seen, the past few years have brought a substantial increase in internet usage among
Romanians, with the highest adoption rate inside the 16-24 demographic segment, where 86% of the
population represented has been active online in 2013. It’s worth mentioning also the 65-74 population,
out of which 14% is active online.
86%
77%
64%
51% 34% 14%
The internet users in Romania are spending more time online then ever – according to recent studies,
Romania comes second after Ukraine in terms of weekly time online, with 18.6 hours/week, just after
Ukraine, with 20 hours / week. It’s worth mentioning that the average weekly TV consumption in our
country is estimated at 21.7 hours, with 30% of the individuals being online and watching TV at the
same time.
The most frequent online activities performed by Romanians include searching for information (83%),
emailing (72%) or using instant messaging platforms (78%).
Compared to 2012, more focus has shifted towards Social Networks (+3.6% more usage), Instant
messaging (also supported by the new mobile apps available) and Video consumption (+3.4%), most
likely due to the launch of the local YouTube in April 2013.
100%
Frequent
online
activities
90%
80%
Frequent
online
activities
70%
60%
50%
40%
16-24
25-34
35-44
45-54
55-64
65-74
30%
20%
Apart from Bucharest, The Transilvania region is leading in terms of adoption rate, with 21% of the total
Romanian online users, followed by the contribution brought by Moldova & Muntenia.
0%
București
Transilvania
21%
17%
Banat
Usage
by
Usage by
region%
region%
5%
Oltenia
8%
9%
Crișana
Maramureș
6%
16%
Muntenia
10%
Search
Instant
for info messaging
Email
Social
networks
Read
news
Watch
video
Online
games
Audio
stream
2012
2013
In terms of Romanian’s favorite web destinations, according to Alexa.com, the no.1 choice is Google.ro,
with 13 page views/visitor daily and 8 minutes spent on site, daily. Next, they move on to Facebook (15.7
daily page views), YouTube (10.7 daily page views) or Yahoo (5.8 daily page views).
In terms of influence and brand choice, internet is a very powerful influencer for the average Romanian
online users, with 43% of them declaring they are more likely to buy a product of a brand they follow in
a social media space and 58% are inclined to research more about the products they see advertised
online.
Dobrogea
18%
Moldova
32
media
book
33
Slowly but surely the Romanians are joining the global online shopping trend: the local online retail
market reached approximately 600 million EUR in 2013. It is also estimated that 1 out of 4 internet users
will buy a product online, with 84% of the online shoppers living in urban areas. The average age of online
buyers is between 25 and 35 years, but 2013 brought an increase of 5% in the 45 to 55 age segment,
which now accounts for 15% of e-commerce users (compared to 10% in 2012).
Regarding online card payment, the number of transactions is estimated to have increased by 35% in
2013; however, the preferred payment method remains cash on delivery, being used in over 90% of
transactions.
SOCIAL NETWORKS IN ROMANIA
“You are what you share.”- C.W. Leadbeater
As previously seen, the use of social networks is one of the most frequent activities among Romanian
internet users, and adoption rate figures for various platforms are going up each year.
While Facebook is the incontestable leader in terms of user audience reaching 7,000,000 users in Jan
2014 (+25% increase compared with 2012), new platforms are gaining the Romanians’ attention. The
rise of the visual web has helped Instagram to gain very fast a strong user base, especially among
younger & mobile demographics.
LinkedIn, the network of choice for most professionals, remains the 2nd strongest social network on the
market. Meanwhile, the embedment of Google+ in Google’s web assets such as Gmail or YouTube has
helped the local user base to reach at least 100,000 public profiles only, most likely many more private.
7,000,000
Social Media networks/ Romanian users 2013
Social Media networks/ Romanian users 2013
1,250,000
107,000
34
89,600
79,300
71,000
As to social media behavior, even though Romanians are online more than the European counterpart, they
tend to have a passive behavior, with 57% declaring that they read updates / statuses posted by others,
while only 15% declare that they post / update on a daily basis.
MARKET ANALYSIS
“I do not read advertisements. I would spend all of my time wanting things. ” – Franz Kafka
As the consumer is moving more and more online, so do the advertisers budgets - In terms digital
advertising,
2013 has continued to show the same positive trend that has occurred for the past years in Romania.
The digital advertising market is rapidly evolving into new platforms, devices and formats available, making
it both a challenge and an opportunity for the advertisers.
Video advertising has gained major momentum since the launch of the localized platform YouTube, thus
offering the opportunity to explore new audiences through TrueView format now available, capable of
capturing more of the viewer’s attention. Present technology is becoming fast enough to deliver quality
streaming to mobile devices, and so we are witnessing more and more mobile enabled campaigns.
Recently we have also witnessed an increased buzz around programmatic buying concept, with Real Time
Bidding (RTB) platforms on a rising trend in Romania, as a viable alternative to ad networks traditional type
of buying, as they offer advanced audience information, access to wide inventory and lateral targeting.
In regards to the local market offerings, the advertisers focus continues to shift from standard ad display
formats to more engaging options, with advertisers looking for richer content ads to draw in consumers
anddeliver a better storytelling experience
ONLINE ADVERTISING BUDGETS IN ROMANIA
Digital advertising budgets have become a priority for marketers in today’s media landscape; where there
is an increased need to follow the customers as they wander off from one media platform to another.
Our estimates for the total digital market in 2013 show a YOY increase of 12%, compared with 2012,
reaching an estimated total investment of 46.2 million EUR. The increase was brought especially by the
advertisers shifting focus on performance channels, such as Google, Facebook and other RTB self service
platforms available on the local market.
The latest IAB-PWC report shows for the first time a flat local advertising market evolution compared with
2012, with a total value estimated at around 22 million EUR. This is not necessarily to be viewed as a
decrease of inventory purchased from the local ad networks, rather as an adjustment of the pricing policies
on the market, reflecting more the demand for performance oriented campaigns.
In our estimates, this brings the local display market for the first time under 50% share of total digital
budgets 2013, while Google network gains up to an estimated 41% share of digital budgets, also with the
help of the newly launched video ad formats available in YouTube.
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Facebook
6%
Yahoo
4%
RTB
1%
Display
48%
GAW
41%
2013 digital
chanels share %
2013 digital
chanels share %
For 2014, we forecast a total online advertising market growth of 8%, to a level of almost 50 million
EUR, once again supported by increased investments up to 25% in the main performance channels
Google and Facebook. The increased budget concentration in these platforms is also negatively
impacting the local display market, which we estimate will decrease for the first time in the past years
with about 10% in 2014, thus placing this channel under 40% market share.
One of the channels to look at closely in 2014 is RTB, which even if not yet having a large share of the
advertiser’s budgets, is the one channel we expect to have the highest growth, up to 60% compared
with 2013, as more and more tools are available to advertisers.
Facebook
7%
GAW
48%
Yahoo
4%
RTB
1%
Display
40%
2014 estimated
digital chanels share %
2014 estimated
digital chanels share %
Digital Video – online video ads spending is expected to have a big jump in 2014, thanks in part to
automated technologies that make the buying process faster and more accessible. Still, Romania lacks
when it comes to VOD (video on demand) platforms, offering just a few streaming services such as
36
Voyo and HBOGo. Giants such as Hulu, Netflix or Google Play Movies are still far away from the
Romanian consumers, even though the local demand is definitely on the rise and the network bandwidth
technology is strong enough to allow high quality services.
Programmatic – is on a rising trend in Romania and agencies have the opportunity to test the platforms
available until they will find a suitable one for their campaigns objectives. Programmatic offers a
scalable solution for marketers based on data and which makes traditional advertising seriously
challenged. In an ideal world marketers should combine programmatic and traditional online media in
order to obtain high quality reach, content and relevancy for the campaigns. Premium publishers
are starting to place a large emphasis on programmatic buying, which will begin to bridge the gap
between custom units, such as traditional online media and real – time. These two trends can coexist,
but it will be a while until traditional online media takes on the characteristic of programmatic buying.
Viewable Ads – while still a controversial topic, the viewable impressions metrics are slowly becoming
a standard in the global digital environment, as advertisers and agencies alike are demanding
actionable and precise information when it comes to their investments and this reinforcing the idea
of new pricing models to be considered by the local ad networks, especially when viewable CPM is
already available for Google Display Network.
Measurability & Accountability – in a complex and fragmented media landscape, it becomes more
pressing for marketers to understand the full effect of their marketing efforts in terms of ROI. The
ability to follow the users in a multi device landscape is one of the most important challenges faced
by the advertisers today, as the standard single touchpoint attribution models are becoming outdated.
From bid management systems (Kenshoo, Marin), to adservers (Mediamind, DoubleClick) or web
analytics platforms (Goole Analytics), the attribution landscape is moving in the right direction of trying
to determine how each of the marketing channels affects the sales cycle.
TV and Online - video is a unique medium, regardless of the devices that deliver it, and Smart TVs are
building the bridges between what once were individual environments. Devices such as Chromecast,
Apple TV, Amazaon Fire TV or Roku can speed up the shift from traditional cable TV to video digital
content – but again, it all depends on the content offerings available on the market. 2014 has been the
year where Smart TV Advertising has been tested for the first time in Romania by Heineken, through
Samsung Smart Hub advertising.
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OVERVIEW OF THE MOBILE LANDSCAPE IN ROMANIA.
“The mobile phone acts as a cursor to connect the digital and physical.” – Marissa Meyer
The first hand-held cell phone was demonstrated by Motorola in 1973 and weighed around 1 kg and
had less than 30 minutes battery life – fast forward 40 years and mobile devices ownership has become
indispensable in all corners of the world, across most demographics.
Romania is no stranger to the trend – the mobile phone penetration according to the latest Ancom
report has reached 113.9% with 22.6 million active SIMs at the end of 2013 (+0.4% vs.2012), with 9.4
million users being subscription-based.
And users are increasingly active: the average monthly voice traffic per user is 3 hours and 53 min, with
an overall increase in voice traffic of 3% compared with 2012. And not only have they talked more, but
they have also texted more: +22% more SMS traffic, at 1.4 billion texts exchanged monthly.
Smartphone penetration in Romania is currently estimated at 28% of the population, with the highest
adoption rate among the 25-34 age group.
Romanians were also drawn to the multiple functionalities offered by tablets, with the latest market
estimates indicating for 2013 a doubling of sales volumes, reaching an estimated penetration within
the population of almost 7%, with Apple and Samsung devices leading. The boom in sales has been
supported mainly by the telecom operators, which have brought attractive offers for 3G devices &
subscriptions, along with local manufactures devices, which account for roughly half of the devices on
the market today.
CONSUMER SMARTPHONE HABITS IN ROMANIA
“Future is mobile computing - smartphones and tablets are just elements of it. The industry is on the
verge of a whole new paradigm.” – Thorstein Heins
As it’s currently estimated that 1 in 4 Romanians owns a smartphone and the increased functionalities
offered by the latest devices, one of the main consumer concerns is the right data plan to support the
increased bandwidth usage.
According to Ancom, at the end of 2013 there were 9.6 million active mobile internet connections
(+35% compared with 2012), with the average mobile internet user consuming an average of 70 MB
of data traffic monthly. This means that Romanians still rely on pay-as-you-go data options and Wi-Fi
networks for their mobile internet traffic, but the emergence of the 4G networks at attractive offers is
38
most likely to shift the mobile traffic to more permanent solutions.
With more access to various content and multimedia features, the mobile consumption habits are ever
evolving. The smartphone is becoming a constant companion in our daily lives: 79% of owners would
never leave home without it and 33% would rather give up TV than their smartphone.
Most activities undertaken by the average Romanian smartphone user are using the email services
(70%), visiting social networks (88%), browsing the internet (77%) or listening to music (64%).
Apps are also becoming popular amongst Romanians, with an average number of 17 installed on a
smartphone, and rising usage trends; for example, it has been announced that Shazam has reached
1.7 million users in Romania.
The multi-screen world is a reality in Romania as well, with consumers moving between multiple devices,
either sequential or simultaneous: 32% of smartphone owners watch TV while using the smartphone,
29% while the read magazines / newspapers and 51% while listening to music.
The preferred mobile OS in Romania for 2013 is Android, with 50.3% market share, followed by iOS
(20.2%), while tablets OS figures show a clear preference for Apple iPad devices, with 57.7% iOS
market share, while Android follows at 41.3%.
MOBILE MARKETING PERSPECTIVES
“Mobile is an incredibly fast-growing market and will continue to be.” – Susan Wojcicki
The increased use of mobile devices by the regular consumers should have a high impact on the
marketing efforts undertaken by advertisers.
While SMS remains the most important and the most common tactic within mobile marketing, having
the potential to reach every Romanian, other basic tactical opportunities should also be in focus.
Paid Search should be one of the areas of great interest for marketers, with 74% of smartphone owners
in Romania declaring they have performed a mobile search after seeing an ad for a certain product
/ service. And with the additional phenomena of ROPO (research online, shop offline) on the rise, the
mobile as an individual touch point should no longer be neglected.
Mobile Display is another area of interest, with 95% of Romanian smartphone users declaring they
notice mobile ads, especially when on a mobile website (67%) and while in an app (38%). On a
global level, mobile RTB solutions are also emerging, well adjusted solutions at the intersection of
programmatic buying and mobile advertising.
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RADIO
OVERVIEW
2013 was for Radio a year of stagnation in terms of advertising budgets, achieving revenues comparable
to 2012 or maybe slightly higher. It was a year when Radio networks have tried either to consolidate
their position or to gain market share through active marketing campaigns, events, concerts and Radio
+ social media integrated packages.
The Radio market structure reflects several content typologies meant to cover the preferences of
different audience profiles:
FORMAT
Contemporary Hit
Adult Contemporary Hit
Adult Contemporary
Soft Adult Contemporary
Classic Rock
Dance
RADIO STATION
Radio Pro FM
Radio ZU
Radio 21
Radio Sport Total FM
Radio Kiss FM
Radio Europa FM
Radio National FM
Radio Romania Actualitati
Radio Romania Cultural
Radio France International
Radio Magic FM
Radio Smart FM
Radio Rock FM
Radio Vibe FM
CORE TARGET
15 - 25 y.o.
15 - 49 y.o.
18 - 29 y.o.
25 - 40 y.o.
18 - 32 y.o.
35 - 49 y.o.
35 - 45 y.o.
30 - 65 y.o.
18 - 60 y.o.
35 - 44 y.o.
30 - 45 y.o.
30 - 45 y.o.
30 - 45 y.o.
25 - 35 y.o.
EXTENDED TARGET
15 - 49 y.o
15 - 55 y.o.
15 - 35 y.o.
18 - 47 y.o.
15 - 49 y.o.
30 - 55 y.o.
30 - 55 y.o.
30 - 65 y.o.
18 - 60 y.o.
25 - 54 y.o.
25 - 50 y.o.
25 - 55 y.o.
25 - 50 y.o.
20 - 45 y.o.
Source: Radio Stations Statements
Only a few memorable changes marked the Radio market in 2013, some of the most important were: In
April, Radio 21 enlarged its’ DJ team with Vlad Craioveanu, a well known and talented radio personality.
On September 23rd, Radio Guerilla ceased to broadcast in radiofrequency due to the license loss,
nevertheless, it kept the online streaming . For the last 8 months, Liviu Mihaiu has been requesting CNA
to reopen the contest for Radio Guerrilla frequency. CNA delays this process.
At the end of the year, Kiss FM, Magic FM, One FM, Rock FM stations were purchased by the Greek
media holding Antenna Group Company, the deal being completed in 2014.
As expected, in 2013 the Radio stations continued their already popular campaigns, to keep the public
interested:
Kiss FM: Summer Kiss (at the seaside), Winter Kiss (in the mountain research, on slopes) and Kiss
Cash radio contest.
Magic FM: Santa’s Radio (in December the Radio station played he most beautiful Christmas songs)
40
Radio ZU: Forza ZU (the biggest karaoke event in Romania was organized in Iasi with over 100.000
fans and 25 artists), ZU Mega Apartment (promotional campaign which gathered at the end over 400
persons from all over the country to try the apartment door key).
Europa FM: Live in Garage (has become a brand with significant awareness by itself), Live on the
Beach (unique show that joined 60,000 people and the most popular pop-rock Romanian bands), “Job
Interview” promotion (contest with daily prizes in cash and a 10,000 EUR yearly salary at the end of
the campaign).
Radio 21: Liberty Parade (already well known summer event organized on the largest scene and
gathering 70,000 participants.
Pro FM: organized “Alai la tramvai”, a one day live show in tramway no. 41 in Bucharest and a Treasure
Hunt (contest on Aruba beach in Costinesti).
MARKET ANALYSIS
MGSI managed to keep leadership despite the slight decrease in market share (from 40% to 36%),
followed by Camina Group which lost 3% (from 24% to 21%). On the last positions, in the same ranking
as in 2012 but increasing their market shares are Regie Radio Music (from 16% to 19%), Pro TV ( from15%
to 17%) and RRA (from 5% to 6%).
RRA
6%
PRO TV
17%
MGSI
36%
Regie Radio Music
19%
MGSI= Kiss FM, Magic FM, Rock FM
Camina Group=RAdio ZU
Regie Radio Music=Europa FM, Radio 21
PRO TV=PRO FM
RRA= Radio Romania Actualitati
Advertisement
Advertisment
Revenues Share
by by
Revenues
Share
Sales
House
Sales House
Camina Group
21%
The top Radio spending categories reveals a change of ranking, with Retailers keeping a strong leading
position (24%).It was followed by a very dynamic Medical & Optical products & services category
which grew from 5% to 17% and overtook Banking & Insurance Services and Mobile telecom services
each with 8% share of spending. Some categories such as Cars and Beer have dropped in ranking.
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Product Category
Spending share
Retailers
24%
Medical & optical products & services
17%
In 2013, the preferred place of Radio listening remains “At Home” (71.1%) with a significant increase
for “In the car” listening during the last couple of years (34.3%). Radio streaming tends to become
more and more a habit (10.2% in weekdays and 7.2% during weekends), favored by more and more
affordable modern digital devices.
Banking & insurance services
8%
Mobile telecommunications services
8%
Domestic appliances, electrical & electronics
8%
80%
Building & constructions products & materials
7%
70%
Internet services
6%
60%
Cars & 4x4 vehicles
3%
50%
Fuels/Oil/Lubricants/Companies & Products
2%
Furniture
1%
Beer
1%
Source: MediaMONITOR, BRAT, RC figures, barters excluded
AUDIENCE ANALYSIS
In 2013, weekday daily Radio audience maintained comparable levels with 2012, both at urban level
and in Bucharest. A significant audience increase can be noticed during weekends (+3.4% at urban
level and +2.7% in Bucharest), driven mainly by weekend tourism.
Daily Reach (%) Evolution
71.1
73.9 73.4
71.3
70
At home
40%
In car
30%
20%
At work
10%
Other place
0%
2008
2009
2010
2011
2012
2013
Source: MasoR8
65.8
65
63.9
63.1
60.5
60
55
Total
In 2013 Radio ZU (14.5%) managed to consolidate its leading position in Bucharest, followed closely
by Radio Romania Actualitati (13.2%) and Kiss FM (10.9%), while at urban level Kiss FM (15.8%)
continues to be the leading Radio station, with a network of 58 stations nationwide. Kiss FM remains
the most listened channel in urban areas, followed by Radio Romania Actualitati (12%), which tends to
have a lower local relevance compared to the local stations which are part of the private networks. On
the 3rd place is Radio ZU (11.2%) followed by Europa FM (10%) and Radio Pro FM (9.4).
Daily Reach (%) Evolution
75
Place of listening-Daily Reach (%) Evolution - Urban 11+ Monday to Friday
2012
2013
Monday-Friday
Saturday Sunday Monday-Friday
Urban
Saturday Sunday
Bucharest
Source: MasoR8
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PRINT
OVERVIEW
The Print industry declined since 2009 throughout 2013. The press content duplication in the online
versions of the publications, as well as the more and more easy and affordable access to modern
technology resulted in a continuous and substantial reduction of print titles buyers and readers.
Top 10 Station urban vs. Bucharest
18
15.8
16
13.2
Channels Rtg
14
12
10.9
10
12
14.5
11.2
10
8
9.4
6.6
9.1
6
6
6.1
4.8
5.8
4
5
2 2.1
1.9 2.8
Antena
Satelor
National FM
1.9
2
0
Kiss FM
Radio
Radio ZU Europa FM
Romania
Actualitati
ProFM
All, 11+ Urban
Magic FM
Radio 21
All, 11+ Bucharest
Rock FM
Source: MasoR8
LOCAL RADIO
Local Radio stations continue to represent an important tactical tool for localized commercial messages,
being also affordable for advertisers with smaller budgets.
Goldbach Media continues to be the main local Radio sales house, with over 70 local partners in 33
counties, while Midas Media, a traditional local print sales house, entered in November 2013 the local
Radio market, including in its’ offer 13 local Radio stations in 13 counties.
Besides the classical ad placement, local Radio stations have diversified their offer with the possibility
to implement special projects, contests, live interventions, programs branding and guests in Radio
programs.
In 2014, unaffected by new regulations, the Radio market is expected to remain at the same level as in
2013, or to increase marginally.
Radio stations will continue to be open to special projects (creative contests, shows relocations in
unconventional locations, sponsorships), and to offer the advertisers the desired flexibility.
PR and marketing campaigns, partnerships, events and major concerts will be the main tools to
maintain audience and increase market share.
It is also expected that Radio stations will expand and diversify their integrated campaigns (radio +
smartphone + web) with more presence in social networks.
44
The distribution network’s financial problems continued in 2013, and some of the chains insolvency
determined the collapse of the print distribution.
The main publishers continued in 2013 their struggle for circulation and readers with frequent inserts
(DVD, books, cosmetics samples, household products), making us wonder if publications are bought
for content or for the inserts.
As the decline of advertising investments in print continued in 2013, the publishers tried to defend
their revenues and gain higher budget shares by offering attractive exclusivity packages, as well as
cross-media integrated packages in the media channels within their portfolio: print, sites, and events.
Special projects, especially supplements with high interest thematics such cultural events (George
Enescu Festival), national day of France, national day of Germany, back to school, the high school
admission and bachelor exams, summer / winter vacation supplements, gift supplements, etc...have
been created to attract advertising budgets and readers interested in the specific topics.
Some important changes marked the Print market in 2013, right from the beginning of the year:
In February two monthly magazines were launched “Pap Tot” by BP Publishing (Forbes Romania editor)
and “Manager Express” by Medien Holding. In the same month, Ringier closed “baby” magazine,
keeping only the online version. Another exit followed in March, when Intact Publishing decided to
close “Income” magazine.
In June, Adevarul Holding decided to manage the ad sales internally, overtaking Red Media team, the
sales house handling the advertising space sales of all Adevarul Holding publications.
Beginning of August started with the most significant event of the year, the official announcement of
Burda International GmbH acquiring all the Sanoma Hearst Romania activities and becoming one of
the biggest media operations in our country – over 35 publications and over 40 online media services.
Operations were planned to be in force starting 2014 and some titles to be sold (Bucataria de azi
Retete, Ioana Visul Copiilor, Ioana vine barza, Casa de vacanta).
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September brought to light “Intelligent Life”, a bimonthly title launched by The Economist, while in
October Medien Holding launched “Ski Pass” a niche magazine with seasonal release (October to
March), dedicated to winter sports and their fans.
2013 was also a year of major business adjustments for Mediafax, another important player on the Print
market: ProTV Magazin, one of the most popular TV guides on the market was closed in October and
in December was released the last issue of “In Style” magazine. Other titles changed their periodicity –
from 9th December “Pro Sport” daily was released as a weekly supplement of “Ziarul Financiar”, while
from February 2014 “Pro Motor” monthly magazine was issued as supplement of the same business
daily newspaper.
Nevertheless, readers’ preference for specific content and topics remained basically the same as
in 2012, with men being more interested in newspapers, while women continue to have a strong
preference for glossy magazines as prefers monthly magazine, followed closely by a high interest in
weekly titles, where they are more likely to find advice and practical info about cooking, personal care,
household maintenance & decoration, health & nutrition.
140
120
Affinity distribution
100
80
Men
60
MARKET ANALYSIS
The circulation and sales decline continued in 2013 at the same pace as in 2012. The number of copies
and sales were in 2013 in a slight decreasing in trend, the same trend as in 2012. Independent of the
periodicity (monthly, weekly, daily), the circulation decrease was of avg. 6%, being strongly influenced
by the distribution networks insolvency.
The drop in circulation generated inevitably the decrease in audience. If weekly titles managed to
maintain their audience, monthlies dropped by 8% (same as in 2012), while newspapers registered an
audience decrease of 11% vs. 15%in previous year.
Women
40
20
Source: SNA
0
Monthlines
Weeklies
Dailies
In terms of gross (rate card) ad revenues, the significant changes in Mediafax placed the press trust on
2nd place with 14% market share (vs. 15% in 2012), the leadership being claimed by Adevarul Holding
with 15%, followed very closely by Ringier with an increased market share of 14% compared to 11% in
2012. Sanoma Hearst (Burda Media Bucuresti in 2014) kept 8% market share in 2013, but shows a very
strong potential after being acquired by Burda International.
OTHERS, 11%
ADEVARUL, 15%
PEOPLE MAGAZINE, 1%
BP PUBLISHING, 2%
WAVE AUG 11-FEB13
WAVE SEP11-IUN13
BURDA ROMANIA, 2%
WAVE IAN12-DEC13
36.8
Monthlines
35.2
Coverage (%)
evolution
RING MEDIA GROUP, 2%
ZILE SI NOPTI MEDIA SHOP, 3%
SAPTE NOPTI, 4%
33.9
RINGER ROMANIA, 14%
INTACT PUBLISHING, 4%
Share of RC revenues by Media
Group (excl. barters)
46.9
Weeklies
46.6
CONVIRGENT MEDIA, 5%
46.3
MEDIA SUD MANAGMENT, 5%
Dailies
21.5
20.7
19.1
46
MEDIAFAX GRUP, 14%
MEDIA GAMMA PUBLISHER, 5%
Source: SNA
EDITURA
EVENIMENTUL ZILEI
SI CAPITAL, 5%
SANOMA HEARTS, 8%
Source: MediaMONITOR, BRAT
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The top 10 advertising categories with significant investments in print (Rate Card) accounted in 2013
for over 60% of the total gross print spend (media barters excluded).
Categories
Magazines
Medical & optical products & services
43.92%
Cosmetics, Hygienic & Hair Care
96.57%
Mobile telecommunications services
33.77%
Clothing & accessories
94.69%
Retailers
39.38%
Banking & insurance services
41.04%
Cars & 4x4 vehicles
57.92%
Internet services
54.87%
Building & constructions products & materials 66.07%
Domestic appliances, electrical & electronics
48.59%
Newspapers
56.08%
3.43%
66.23%
5.31%
60.62%
58.96%
42.08%
45.13%
33.93%
51.41%
ONLINE TITLES
The general trend of increased traffic on the publications websites confirms the significant business
potential that online version could holds for publishers. Therefore more and more titles are switching
going online every year, trying to meet their readers in their new lifestyle and media channels
environment.
Site
www.cancan.ro
www.libertatea.ro
www.gsp.ro
www.prosport.ro
www.gandul.info
www.click.ro
www.evz.ro
www.adevarul.ro
www.playboy.ro
www.jurnalul.ro
Source: SATI, BRAT
Corresponding Pub
CanCan
Libertatea
Gazeta Sporturilor
Pro Sport
Gandul
Click
Evenimentul Zilei
Adevarul
Playboy
Jurnalul
Genre
Tabloids
Tabloids
Sport
Sport
News
Tabloids
News
News
Men Lifestyle
News
Hits
39,069,915
33,364,635
31,551,136
25,395,438
21,533,882
17,751,017
14,676,191
12,923,303
10,788,754
8,564,833
2013 Monthly Avg
Visits
12,974,618
10,617,306
9,055,964
9,799,705
10,395,733
4,860,889
5,033,265
5,633,341
976,163
3,419,361
2012 Monthly Avg
Hits
Visits
33,942,657
10,109,776
34,632,915
8,974,513
30,649,842
9,315,366
29,005,780
9,853,082
19,040,550
8,081,741
20,405,586
5,667,762
13,985,387
4,605,335
16,836,461
6,054,233
3,191,927
361,889
9,154,111
3,004,174
Source: MediaMONITOR, BRAT
In 2013 the Medical & optical products & services category returns to first place, followed by Cosmetics,
Hygienic & Hair Care category. Mobile telecom services remained steady on the third position. New
entry in top 10 investing categories is Domestic appliances, electrical & electronics strongly pushed
up by strong promotions and special sales days such as Black Friday.
REGIONAL PRESS
2013 was as difficult for regional press as it was for central titles - many titles closed or switch to online
version, a process that continued from 2012.
There are, still, some local titles with significant circulation and audience level, performing better than
some central publications: Ring, Gazeta de Sud, Informatia zilei de Satu Mare, Ziarul de Iasi, Viata
Libera Galati, Jurnalul Aradean.
As in 2012, the most important local titles were polarized in two important media groups: Goldbach
Media si Midas Media.
48
Evolution
Hits
Visits
15%
28%
-4%
18%
3%
-3%
-12%
-1%
13%
29%
-13%
-14%
5%
9%
-23%
-7%
238%
170%
-6%
14%
Source: SATI, BRAT
Publishers will continue their more flexible approach towards special projects, dedicated supplements
and unconventional formats, rather than sticking to the traditional ad modules.
Cross media packages print-online and print-online-mobile, as well as partnerships, events will continue
to be an important way to gain media budgets and increase market share.
The continuous shift towards more digital content consumption, enabled by the technology development,
will further lead to print titles being closed and readers moving online. The editorial content quality and
the modern layout design will definitely play being a very important role in the selection.
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OOH
OVERVIEW
2013 proved to be a very dynamic year with major structure changes. The OOH law has been voted but
will be in force from October 2015. The main networks, Euromedia and Affichage resold shares, having
now new owners. The Bucharest outdoor panel pool registered a significant increase, being driven
mostly by independent local investors who persevered in expanding their networks.
The increasing media fragmentation, the high media inflation and a relative lack of stability of invested
budgets determined a greater pressure for discounts from suppliers.
The OOH market registered a 4% decline in 2013, with a total spent of 28 million euro.
The OOH monitoring system, which started in Apr 2012, continued to be improved in 2013 and brought
the market to the idea of developing also a frequency study for out-of-home media.
OUTDOOR
As the OOH law was voted, there was no room for any new regulation or for a street furniture auctions.
The Bucharest Transit media contracts are being signed, as in past years, directly by RATB.
The main changes are still to be found in the industry most important takeovers. Starting with the 1st
August 2013, APG SGA SA, the main owner for Affichage sold its shares to its CEO, Rene Rosenberg
who further sold 60% of the company to several Romanian investors.
Epa Media was sold by JoJ Media House to a Romanian Investors Group. As a reminder, in 2012 JoJ
Media House bought the entire Epa Media network from Raiffeisen. They sold the Bulgarian branch to
a local player and in Hungary to JC Decaux. The Romanian subsidiary followed in 2013.
Considering the above changes, we estimate the following ranking in market share for the top 5
vendors:
- EpaMedia – 24%
- Affichage Romania – 17%
- Clear Channel – 13%
- News Outdoor Romania – 12%
- Others – 34%
The smaller players kept on building-up their Bucharest and national networks. The most dynamic ones
are : Universal Solutions, New Age, Way Media. Spectacular Group of Companies, despite some public
animosities, continues its major contract with Metrorex.
INDOOR
The main players are Brand Management and Sugar Media, covering the indoor and in-store markets .
There were no changes in the investors top in indoor advertising – the largest budgets continued to be
sustained by the Banking and Financial sector, followed closely by FCMG, Automotive, Entertainment,
Airlines and Fashion industries.
Elevate is leading with 70% market share followed by Invent Media. The largest budgets were sustained
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by the Banking and Financial sectors closely tracked by FCMG, Automotive, Airlines and Pharma.
DIGITAL OOH
On Digital Outdoor, Phoenix Media has been expanding its TV-screens network by creating 10 new
locations in Bucharest, thus taking the leadership in this segment. Some of the old screens were
replaced with new supports with modern technology. Media Advertising and Vision Media Plus continue
to operate in the segment, maintaining their existing classical networks.
Phoenix Media remained the only supplier to sell advertising space based on four time slots: prime,
basic, inter and night time. The company also remains the owner of the exclusive contract for the 20
LCDs placed in Bucharest Old Town.
Digital Indoor refers to plasma screens distributed across networks in crowded places. Blitz TV
succeeded in getting the subway LCD network from Spectacular View and added new modern LCD
units to their portfolio.
CROSS-MEDIA SPECIAL PROJECTS
The main trend in the industry is represented by transformed classical supports enhanced with modern
digital high tech devices. One of the most remarkable projects was implemented by Orange with
the “Orange Orchestra “campaign: as an advanced technology endorser, Orange aimed to present
people with the astonishments of advanced technologies and its diversified purposes, to convince
them to make a difference in their lives using modern technology. Conducting an Orchestra requires
real-time communication between the amateur conductor and musicians through his arm gestures.
Orange enabled the “live” interaction between conductor and orchestra (in different locations), through
an internet application & a motion sensing technology device.
2013 had a very slow start with serious budget cuts, but things started to improve from March. As
2014 is an elections year - UE Parliament (May) and Presidential (November), additional budgets are
expected on the market this year.
As no regulatory or legal changes are to be expected this year, new locations might be created, but at
a significant lower pace compared to previous years, as the supports clutter had reached a very high
level.
Indoor is expected to maintain a steady evolution and to keep its current market share.
Being an significant Election year, expecting an important Telecom company rebranding and keeping in
mind the continuous expansion of the retail networks, 2014 holds the potential for a moderate recovery
of the poor year start. The general estimations for 2014 stays, nevertheless on negative trend with a
2% drop.
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CINEMA
OVERVIEW
The cinema market continued in 2013 its slightly ascending trend. This positive evolution is proven by
the growth by 8.4% in number of admissions and a gross box office increase of almost 11%, despite the
lower number of active cinemas (dropped by 6.2% due to the closing of some cinema halls).
The high number of block-busters launched in 3D, the international recognition of the Romanian
cinematography, keeping the same ticket prices as in 2012 as well as the special offers (family tickets,
loyalty cards, Orange film etc.), made cinema a more appealing leisure activity for young adults and
families with children. All these, together with the complementary off-screen marketing activities
possible in the modern cinema halls, made cinema more attractive for advertising.
2009-2013 EVOLUTION
General data
2009
2010
2011
2012
2013
Number of active cinemas
Seats
Admissions
Gross box office (Euro)
Average admissions
per inhabitant
Average ticket price
national curency
74
49,871
5,279,932
20,517,926
68
50,733
6,508,747
26,518,631
75
56,728
7,235,382
29,426,599
81
58,096
8,348,538
32,494,123
76
57,248
9,048,257
36,325,672
-6.20%
-1.50%
8.40%
10.90%
0.24
0.3
0.38
0.43
0.45
4.70%
16.47
17.15
17.24
17.34
17.74
2.30%
CHG 2013 / 2012
Source: National Centre of Cinematography
adults 19-34 y.o (59%), slightly more male (53%), single (53.5%), with medium and high education and
having mostly AB social status.
46.3% of the urban population aged 14 -74 y.o. that visited a cinema in the last month have had their
last cinema visit within the previous month, while 80.6% of the them usually go to multiplexes.
OFF SCREEN
Cinema advertising is attractive for modern brands due to the complementary off-screen exposure that
can be achieved prior to the movie start, facilitating a direct and selective interaction with the target
audience. Sampling at concession bar, with the movie ticket, stand/corner with sampling, foyer show
windows, floor stickers, mock-ups, poster boxes, roll-ups, mirror stickers, toilet posters, seats branding,
movie program branding are only a few of the opportunities that can be integrated in brand exposure.
The increased frequency of cinema entries, the released of quality films, the synchronization of
Romanian premieres with international market, are going to maintain the ascending trend for cinema
as advertising media.
The diversification on-screen/off screen packages will continue to provide opportunities for creative
projects, innovative and targeted.
The targeting flexibility by movie, cinema hall, city, region, will continue to make cinema a very attractive
advertising media.
MARKET ANALYSIS
The main player remains, as in 2012, New Age Media (exclusive sales house for Cinema City and Imax)
with almost 60% of total admissions (5.132.592) and gross box office (21.703.926 euro).
The Grand Cinema Digital Baneasa went up fron the 4th position to 2nd with 791.651 admissions and
3.943.816 euro gross box office. Third and fourth come Hollywood Multiplex Operations (Hollywood
Multiplex and CinemaPRO) with 752.561 admissions and 3.472.746 euro gross box office and
Movieplex Cinema with 647.042 admissions and 2.614.342 euro gross box office.
In 2013, the main cinema advertisers came from Beverages, Telecom, Cars, Cosmetics.
AUDIENCE PROFILE
The cinema audience is determined by the movies schedule and the way they are promoted and also
by the number of available cinema halls.
According to SNA-FOCUS IAN12-DEC13 the cinema viewers profile is composed mainly of young
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INTEGRATED MEDIA PROJECTS
Interaction and experience have been the keywords of media communication in 2013, which is not necessarily
something new or surprising. In the overall communicational clutter, the chances of visibility for a brand are not
always directly proportional with the amount of voicing, but rather with the brand’s ability to create meaningful
experiences – be it focused on utility or entertainment – and the people’s availability to become spontaneous
brand ambassadors and endorsers.
As it generally goes, each experience starts with an interaction and the continuous technological developments
facilitate the creation of more and more diversified interaction paths between the consumer and the brand.
In 2013, we – both as an individual company and as a member of a group of companies covering all
communication disciplines – acted on this principles and produced quite a few impressive projects, some of
which we will present now.
ORANGE ORCHESTRA
For our client Orange and together with our sister digital company SeniorHyper, we offered people the unique
chance to do something on their daily transit using the benefits of technology.
Orange is the #1 telecom company in Romania, offering a wide range of services and products. Orange aims
to present people with the wonders of advanced technologies and its diversified purposes, to convince them to
make a difference in their lives using modern technology. The brand objective is to consolidate its image as the
advanced technology endorser and also as a supporter of cultural events. Considering this, the requirement for
an innovative communication solution was natural.
The context was there – the “George Enescu” international music festival – and at the same time, the subway
is a place generally associated with more or less professional artists singing there. So why not enable a “live”
interaction between conductor and orchestra (situated in different locations), through an internet application
and a motion sensing technology device and offer passers-by the opportunity of a lifetime to be the conductor.
We used a central subway stations to place a stage, a screen, a projector and a Kinect (motion sensing input
device). Beyond the screen, in a studio, sits the Orchestra, ready to be conducted. All the users had to do
was to step on the stage, enter the application, select a piece of classical music and start the concert. The
Orchestra performed live for a few minutes their performance being influenced by the conductor’s movements.
Users could download from Orange Facebook page the pictures with their conducting performance and share
them
with
friends.
The project was integrated with a digital and OOH media campaign.
BECK’S ART LABEL
Another example of integrated communication campaigns is the Beck’s Art Label project. Under the message
“Live beyond Labels!”, the campaign had the task of creating a unique way of interaction with consumer and
to communicate and celebrate Beck’s valuing of independent thinking. It invited all the creative people to
expresse their creativity on a unique canvas: Beck’s bottle.
The campaing consisted in innovative media communication, a PR blitz, activations in HoReCa, art universities
and key accounts as well as the first augmented reality project taking place on the streets in Romania
The two most important interaction and experience
components of the project was the online platform
where
users could upload their design proposal for Beck’s
labelas well the already mentioned augmented reality
project.
The online platform gathered a number of 7257 label
submissions and engaged more than 20000 voters.
The AR experince consisted on an outdoor installation in the exact design
of a Beck’s bottle located in front of the fountain in Universitatii Plaza. The
installation featured a unique digital window that invited passers-by to have
a look at what lies beyound the lable. The softwared mapped the fountain
and the building in the background and projected various animations that
interacted with the environment. Besides the fact that the user saw that
in the digital window, other passers-by found in the background were
incorporated in the animation, with the possibility of also taking pictures.
The project created quite some buzz, with user generated content going
viral all over the Internet.
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Catalin Maruta, to take their picture while kissing. It actually uses the first app that scans two merging heads and
tells whether it was a kiss between them or a faux. It can also tell if you’re trying to cheat the machine, by kissing
any other round shaped objects, such a balloon.
To make it even more engaging, a promotion was attached to this activation, and kissing couples had the
possibility to win three trips to Malta by draw, while every kisser received instantly a teddy bear from Lidl.
During the two weeks of campaign: 2,079 couples took pictures kissing and 601 couples shared their pictures on
Facebook.
Project was developed by Initiative and Momentum.
TECHNOLOGY ENABLED INTERACTION/ LIDL KISSING BOOTH
Lidl is one of the biggest discount stores in Romania, offering a wide range of food and non-food products. Lidl
aims to engage people with advanced technologies by using its diversified purposes, to convince audiences to
share the joy of Valentine’s Day.
Brand objective is to consolidate its image and strengthen positioning in young age groups.
We are all familiar with Valentine’s Day, but what if we offered brands’ support to those who want to share their
love with friends? Live!
At the subway!
LIDL built two kissing booths, placed in the largest subway stations in Bucharest (P-ta Victoriei and P-ta Unirii).
Young couples where invited by Pro Tv anchor,
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STAROPRAMEN – Be Chef in the ad break! (Fii Chef in pauza!)
Continuing with another beer, Staropramen is the brand for which we brought program sponsorship to an
innovative and interactive level.
To convey the brand message and heritage in the most relevant environment, we have decided to associate
Staropramen with Masterchef, the best cooking show in Romania. But we didn’t want it to be just the simple,
regular sponsorship, but turn it into an integrated project, with a strong engaging component. We wanted to
make every consumer feel like a real Masterchef in the privacy of their own homes.
Together with the creative and digital agencies involved into the project, we have created a series of 9 mini
spots with Marek Raditsch, one of the best well known Prague chefs, showing the audience easy to prepare
plates, quick enough to be put together during the show’s ad breaks. The website www.fiichefinpauza.ro (be a
chef in the ad break) invites people to send pictures with their own Masterchef plates, and awards will be given
to the most creative ones.
And we didn’t stop here: Marek Raditsch
will be the special guest invited into
the show for one of the contests’ most
appreciated tests: “Test of the Star Chef”
where the contestants will need to replicate
a Staropramen beer recipe after watching
the Prague chef cooking it first
The online classifieds market in Romania is highly competitive, with at least 3 websites competing against each
other. Our client, Tocmai.ro, is a player with high traffic, but lacking a consistent brand image.
Analysing the market we discovered that, when choosing their preferred online platform for classified ads,
Romanian consumers trust only the #1 website, the one with the highest traffic. They don’t spend a lot of time
in researching their options: they automatically assume that the most popular choice is also the best – because
everybody is using it. So in fact, to secure the business: we had to be #1 in terms of both traffic, and number of
unique users. And it had to be achieved in 3 months.
Culturally speaking we, Romanians, are the kind of people who are fond of personal interaction. We’d rather
trust a friend of a friend than some highly tested technology. Stemming from this cultural trait, we created a
character to embody trust: The Cousin. Our consumer insight was that everybody has a Cousin (blood relative
or just a close friend) that is always eager to help. He’s the one with a solution to every problem, big or small.
The one you call for help with anything – just like Quentin Tarantino’s Mr. Wolf.
By October 1st , we were ready to let The Cousin do his works. However, there wasn’t long before year end, so
we went for integration: TV campaign with 2 executions, extensive OOH, with visuals adapted to each location’s
specific, digital campaign using also a series of functional short videos, emphasizing the diversity of goods that
could be found on the website and a catchy radio ad, spoof of Smokie’s hit “Living next door to Alice”.
For the big finale of the show, Staropramen will step in and offer a special prize in the contest, a cooking trip to
Marek’s high class cooking school in Prague.
The entire project is mirrored in digital, PR and BTL and additional activations complete and round the project,
to convey the brands’ message and position Staropramen as the Prague beer owning the cooking territory.
The project started in the first half of 2014 and is currently undergoing.
THE COUSIN - tocmai.ro
Last but not least, the end of 2013 brought a new character in the urban scene – The Cousin – as part of another
integrated and multidisciplinary campaign for our client tocmai.ro
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MEDIA RESEARCH
OVERVIEW
2013 has been a relatively eventless year regarding media audience measurement and media monitoring.
Pressure regarding the cost efficiency of syndicated research has maintained but in the overall pictures no
significant decisions to sacrifice methodological rigorousness for the purpose of cost reductions have been
made.
Probably the single most important event of 2013 comes from BRAT and refers to the OOH department members
decision to launch a syndicated survey, as a new important step in measuring the quality and performance for
this media. The project is an audience measurement service aiming to estimate de number of persons passing
through an individual site or a selection of sites. In 2014, BRAT will conduct the tender for the new service.
On YouTube, we created video stunts
featuring The Cousin responding in
real time to various real-life events. We
discovered a local celebrity about to
lose his house to the bank. The Cousin
called in on a live TV show where the
celebrity was appearing and promised
to help him find an apartment within
48 hours – a promise that he promptly
kept, as proven on YouTube. He also
crashed the main advertising TV show
while the competitors’ campaigns were
being discussed, to introduce himself
to the advertising community.
As a result, in just 2 months tocmai.ro became the #1 Romanian website across all market categories, not
only classified ads, both in term of unique users and traffic, measured by number of impressions. The traffic
performance led to higher consumer trust and the number of classified ads posted on tocmai.ro increased by
over 20%. More than this, The Cousin entered pop culture.
These were just a few of the
memorable projects we did
last year either on our own
or together with the sister
companies in our group. And
as part of our commitment
to deliver innovative and
integrated
communication
solutions to our clients, we will
continue
to
do
so.
So stay tuned and keep an
eye on us for more project to
be taking place this year!
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TV MEASUREMENT
Audience measurement for TV is available since August 2001 while access to detailed audience data is
available through membership to ARMA (Romanian Association for Audience Measurement), an organization
that also represents the beneficiaries interest in relationship with the data provide
Kantar Media is the provider of audience data for the TV Audience Measurement (TAM) study as of January
2012.
TAM system is a quantitative research, which measures the TV usage among Romanian population - minute by
minute viewing, 24/7 - using telecontrol peoplemeters. The universe contains all private households in Romania
with a working television and all individuals aged 4+ in those households. People who have spent last year
more than 3 consecutive months outside the country are classified as ‘migrants’, and are not included in the
research universe. The gross installed panel is 1320 households and reporting panel of households is 1200.
Viewing by guests in a panel member’s home is measured as a surrogate for the viewing by panel members who take
place in other homes. The exact age and gender of guest viewers are collected. Consolidated viewing is also
available as a metric and is defined as live viewing plus any time-shift viewing taking place within seven days
of the original transmission.
At the end of 2013 there were 59 monitored and reported TV stations.
MONITORING DATA is available from a relatively wide range of providers, although only the TAM service
provides performance data for TV spots alongside with correction factors for spots with length different from
30”.
The working software tool for both audience and monitoring data is InfoSysTV+.
INTERNET MEASUREMENT
BRAT is presently the only industry recognized provider of performance data concerning Internet traffic and
audience structure through the SATI study. The hybrid method used for traffic measurement, audience and
profiles of the websites is compliant with the IFABC guidelines regarding traffic measurement.
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SATI presently measures a number of 248 websites and 38 mobisites together with streaming measurement
for 3 websites.
TRAFFIC MEASUREMENT is delivered through two main access points: the Scores on-line application for
the complete data (for traffic splitting on various sections, comparison between websites, daily and hourly
resolution for data analysis, top entry / exit pages, geographical location and technical data, real time viewing
of traffic data) and the BRAT website for 3 general main metrics. Traffic data started being delivered by SATI
since October 2007.
AUDIENCE MEASUREMENT is available since June 2008. The standard delivery for the internet audience
data is spanned on a period of 3 months, with weekly averages being given. SATI measures the audience
(number of visitors per week) of the websites, for the people, 14 – 74 years old, living in urban areas. Basic
demographics along with general Internet usage and some consumption variables are available.
The software for the Internet audience data is SESAME, the same as in the case of SNA-Focus, and besides the
simple table listing, crosstab generation and media ranking facilities it also contains a media planning module
and optimization engine.
MONITORING DATA for on-line campaigns is delivered by BRAT since August 2011 through the MIPO project.
Currently the study tracks the campaigns of its members on a number of 2.800 websites belonging to both
BRAT members and non-members. Starting 2013, BRAT implemented a spider technology in the MIPO project
and now monitors the presence of all online campaigns, with no restriction regarding the whether or not the
campaign belongs to a BRAT member.
Another industry recognized source of digital expenditures figure is the RoAds study published by IAB in
collaboration with PriceWaterhouseCooper. The data collection is audit based.
RADIO MEASUREMENT
AUDIENCE MEASUREMENT is available through the Radio Audience Survey (SAR), a syndicated research
program in co-operation with the Radio Audience Association (ARA). Currently IMAS Marketing & Polls and
GfK Romania are responsible with the data collection and reporting The service is available since June 2004.
“Day after recall” method (the remembrance is aided by recalling the activities conducted during the day before
the interview). The frequency of the study was of two waves per year during 2004 - 2007. Starting 2008, SAR
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delivers audience data in three waves per year. The universe covers urban and rural population, living in private
households in urban and rural areas, aged 11+ years old, in accordance with official statistics. Data collection
is currently done through CATI (computer assisted web interview).
The software for data analysis is MasoR8. The audience segmentation considers all the variables in the
questionnaire on the basis of which the user can build specific target groups. The software also has a planning
module that can be used for gross planning of radio campaigns.
MONITORING DATA is delivered by BRAT, through the MIPR project, since July 2011 and is currently
monitoring 8 main radio stations.
PRINT MEASUREMENT
BRAT is presently the only provider of performance data concerning print-run audit and audience measurement
for press.
PRINT-RUN AND CIRCULATION audit is being offered through third party auditing companies appointed
through offer selection. Audit data is public and comprises total print-run, distributed print-run, circulation
(through kiosk sales, paid subscription, free copies, block sales etc.) and returns.
For the free press, the audit data comprises different categories of circulation: beside the print-run, the
distributed copies are detailed by the way they are distributed: list of subscribers, public places, events, etc.
BRAT also offers audit services for electronically distributed publications.
Starting 2009, BRAT increased the level of security regarding the audit figures, verifying by its own personnel,
in the field, the print-run. Starting 2009, the circulation statements are issued on a fix date, therefore each and
every trimester, all the audited print titles release their circulation data at the same time: 3rd of March, 3rd of
June, 3rd of September and 3rd of December.
Presently BRAT audits an approximate number of 180 publications, both national and local.
AUDIENCE MEASUREMENT is offered through the SNA-Focus study, which offers, besides readership
measurement a wide range of demographic variables and data regarding the consumption of goods and
services.
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Presently, the study includes an approximate number of 120 publications, all of them being BRAT members.
The main metric offered by SNA-Focus in the AIR (Average Issue Readeschip), which measure the number of
people reading an average issue of the given title. The method used to measure the audience in the ‘recent
reading method’, the only method used and accepted in almost all the countries in Europe and across the world
for the print measurement.
The working software is SESAME which offers possibilities of target definition, simple tables listing, crosstab
generation, cluster analysis, duplication analysis, media ranking and media planning.
2014 will also be the year of specific points methodological fine-tuning or extensions of syndicated surveys in
order to satisfy a continuous need for data integration, reliability and performance measurement.
The DSA-BRAT General Assembly of March 2014 has decided regarding the methodology for the next study
cycle. The universe will remain the same (urban residents aged 14 to 74 years) and a total yearly sample of
14000 individuals for the SNA component and 7000 individuals for the Focus component, with the difference
being covered through data fusion. Data collection is done through a hybrid methodology consittind in CAPI
(for SNA) and PAPI or CAWI (for Focus).
Also this year will continue the trend of major media agencies developing and fine-tuning their proprietary
strategic planning tools.
It is very likely that 2014 will by as uneventful ad the previous year. The adaptation and reconfiguration phase
for syndicated studies seems to have reached an end. Although there is no general consensus and some cost
pressures still remain, the threat for major methodological changes or study crashes no longer exists.
MONITORING DATA is also delivered by BRAT, through the MIPPS project. The project started delivering data
in January 2011 and is currently monitoring more than 300 publications.
OOH MEASUREMENT
Monitoring data is available as of May 2012 and the results are integrated in the same on-line platform used for
the Print, Radio and Internet monitoring. The department responsible with overseeing MIPOOH consists of both
media agencies and 13 OOH agencies, covering the large majority of available locations and faces.
CINEMA MEASUREMENT
Presently there is no syndicated study to measure traffic data or the demographic structure of cinema goers,
although main cinema chains do conduct ad-hoc client research projects in order to measure those indicators.
Reports from those studies are available, in variable amounts, to media agencies.
Demographic profiles and data concerning the consumption of brands and services by cinema goers are
indirectly available from the SNA-Focus. Starting 2012 the results are available for the main Cinema chains, for
the big cities, and for type of cinema in the rest of the cases.
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ROMANIA 2014

romania 2014 - Media Factbook

Transcription

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